China’s state regulator for radio and television said streaming platforms should ban minors from giving money to livestreamers. It is a common practice that viewers will buy virtual gifts that can be exchanged for cash.
Such live streaming platforms have made minors indulge in promiscuous acts of giving money. That left their physical and mental health severely compromised, the agency said.
These rules will further deal a blow to the livestreaming sector, with authorities kicking off a campaign to promote what they consider appropriate and legal content on live platforms last month.
The huge livestreaming market in China is growing rapidly. The phenomenon of livestreaming sales – also known as “live commerce” or “live-streaming e-commerce” – has exploded in China following the outbreak of the Covid-19 pandemic in 2020.
Such platforms help livestreamers sell directly to consumers via live video and can last for hours. In addition to famous internet individuals, sellers also include tech giants such as Alibaba’s Taobao, Kuaishou, Pinduoduo, ByteDance’s Douyin.
Last year, several companies reported a boom in live streaming activity.